Seven Summits of Marketing Research

Decision-based Analytics for Marketing's Toughest Problems

"Seven Summits of Marketing Research" reaches new heights in showing firms how to maximize their marketing ROI. It proposes a set of decision-based analytics for addressing seven of marketing's toughest problems, avoiding the tendency of existing methods to fall short on delivering to the bottom line. The book comes with decision software that allows users to explore alternative scenarios of resource allocation.

The book's path - from its inception as a joint collaboration between academic and practitioner colleagues, to its delivery using state-of-the-art models and decision software - makes it uniquely able to raise the standards of marketing measurement and practice.

 

Downloads

7 Summits Book

The book and accompanying software are available below:

Book - 7 Summits of Marketing Research (PDF)

Book - 7 Summits of Marketing Research (online format)

Software - Analytic software

Overview of Material

Market Definition

Establishing the boundaries of analysis.

Market Segmentation

Understanding the needs of potential customers.

Customer Satisfaction

Identifying the drivers of brand value.

Product Analysis

Relating needs to wants.

Price Analysis

Translating wants into demand.

Advertising Analysis

Incorporating brand belief and consideration effects.

Optimization

Coordinating product, price and promotion decisions.

In Their Words

  • Seven Summits will continue on an unchartered trajectory as a living textbook. 

    Student-contributed reflections play a vital role in applying the book material to marketing practice and everyday life.

More Information

  • The Authors

    Greg Allenby Jeff Brazell

    Greg M. Allenby
    Helen C. Kurtz Chair in Marketing and Professor of Marketing and Statistics, The Ohio State University Fisher College of Business

    Jeff D. Brazell
    CEO and co-founder of the Modellers, a firm that conducts high-end quantitative research for Fortune 100 companies